180 Stories: Flower Council of Holland Reminds Us Why We Need More Flowers

When the Flower Council of Holland asked us to create a new bold campaign that could make people’s heads turn, we told them it was time to get personal. It was time to truly recognise how important what they did was to people everywhere.

We told them the simple truth - we need more flowers.

They give us hope, drama and everything in-between - elevating life’s moments from the big to the inconsequential. And we need more of it.

Originally pitched as a vignette film using stock footage and mixed media, the campaign - thanks to the support of the client team - quickly grew into a five day shoot using 48 actors in dozens of scenes of human interest and emotion.

Then, when it came to piecing the edit together, we used simple neon graphics and overlays to create a rich visual style. Finally - the words themselves. These were brought to life with the  help of spoken word poet, Dusty, who lends his voice for both the Dutch and English version. His performance took the work to the next level - giving it both emotion and gravitas. He really makes you feel that the campaign is saying something important and very human.

“Flowers matter. They let us express and feel all the feels that define us as humans. They let us mourn and celebrate, console and court, say 'sorry' and 'I love you'. And in a world that too often seems a little vanilla, feelings matter, and we wanted the work to stay true to and celebrate, just that,” said Kalle Hellzen, executive creative director of 180 Kingsday.